1. How to build
reskinnable
content
packages
The end of the
ONE-OFF
katie richman -
@espn_prodgirl

3. 30 Days.
30 Inspirations
to
January + February 2013.
GET
OUTSIDE.

8. (metaphor
break...)

9. People love the
CLOCK
FACE.

10. I the
GEARS

11. MAKES A WATCH
A watchmaker doesn’t change
the way she
each time.
The GUTS stay the same.

12. MAKES A WATCH
A watchmaker doesn’t change
the way she
each time.
The face
changes.

13. MAKES A WATCH
A watchmaker doesn’t change
the way she
each time.
The face
changes.

14. MAKES A WATCH
A watchmaker doesn’t
the way she
each time.
The face
changes.

15. CHANGE THE
How could we create
social content rollouts that
but
SAVE THE ?

16. Take an
HOUR.
Make a LIST.
#1

17. Make a
LIST.
#1
What success can you
TEMPLATE?

18. “Consumption is less about
reflecting who we are...as
much as it is about who we
wish to be.”
- Paul Mullins -
The Archeology of Human Consumption
#1

19. #1

20. #1

21. #1

22. #1

23. #1

24. #1

25. #1

26. #1

27. #1

28. What is your
GOAL?
#2

29. How can we
do more with
shareable
images?
How can we end the
build and trash cycle?
#2

30. Create your
CONTENT
FLOW.
#3

31. pinterest.com/espnW
espnW.com/shareables
facebook.com/espnW
twitter.com/espnW
email newsletter
event integration
espnW.com/p1 module
API for syndication
SMS notification
mobile app
espnW.com/shareables
espnW Shareable Image Tiles
Partner Opportunities + Content Flow

32. #1: Uploaded to espnW.com/shareables stream

33. #2: Facebook post. Link to espnW.com/shareables tile.
No barriers. http://espnW.com/shareables

34. #3: Twitter. Tweet quote + short link to espnW.com/shareables tile.

35. #4: Pinterest.com/espnW. Boards mirror site nav.

36. #4: Pinterest.com/espnW. Links drive back to espnW.com/shareables/pin

37. #5: Sign up for daily emailed image. Links to espnW.com/shareables/pin
The 100 Workout
The 100 Workout
espnW

38. #6: SMS. Sign up for daily texted quote + short link to espnW.com/shareables tile.

39. #7: espnW.com p1 Module

40. #8: Content Syndication: Shareables Photo Module +Photo Stream via ESPN Photo API

41. #3
the content flow.

42. #3
the content flow.
All 43 tiles posted on Day1.
Pinterest.com/espnW #ColdList Pinboard
Tiles post 1/day. Link back to espnW.com/
ColdList
Tiles post 1/day.
Tried links to espnW.com/ColdList &
Pinboard.
Tiles uploaded & tweeted 1/day as Twitter Photos.
Tried with and without links to espnW.com/
ColdList.
Infographics seeded on sub-reddits.

43. Shareables
All Categories Popular
espnW.com

45. #4
Decide how to
MEASURE
SUCCESS.

46. #4
EXAMPLE:
Is your primary measure of success
page views?
Social interactions? Which platform?
Put a stake in the ground.
(the 1st time you’re taking a chance)

47. #4
2 Main Goals
of
The Cold List
1.) Put structure
in place for sales
partnership.
2.) Page views to
espnW.com/
ColdList

48. #5
Launch.
ITERATE.
Change stuff that isn’t working.
Optimize stuff that is.

49. #5

50. #6
Do a
POSTMORTEM.
TAKE THE
TIME.

51. #6
POSTMORTEM FINDINGS
WHAT WORKED:
1. Pinterest tiles drive LINKS to W.com/ColdList page.
2. Uploading Cold List tiles as Twitter Photos.
3. Reddit sub-boards drove tons of traffic (more...)
4. Driving to the URL was on-point. Our partners will
‘own’ a skinnable environment there.
5. Making each tile a page view on the site.
6. Site sharing is simple. Good UX.
7. Using SHAREABLE OBJECTS to drive to SITE
CONTENT.

52. #6
POSTMORTEM FINDINGS
WHAT DIDN’T:
1. Our initial goals for increase in Facebook Likes was
too
high.
2. Also think that goal was off-base to begin with.
3. Content flow from platforms was off at first.
4. We can better optimize adjacent content on W.com.
5. Need to seed these with more ‘affiliates’ and package
out.
SPLITTING OUR GOALS ALWAYS HURTS US.

53. WHAT WAS
UNEXPECTED?:
#6
POSTMORTEM FINDINGS

54. TEAMS POSTING TO FB
(this is the BU Women’s LAX Team--posted unasked)

55. REDDIT Traffic to espnW.
Sub-reddits drove 34% of external traffic to espnW.com/
ColdList!
#6

56. Tiles with text no photos worked
best.
#6

57. Most popular...
#6
We made up the saying.
Stock photo diamond.

58. #7
ADJUST YOUR
BENCHMARKS.
ADJUST YOUR
RESOURCES.
USE YOUR FINDINGS TO...

59. #8
DOCUMENT.
CREATE A HOW-TO
GUIDE TO KEEP
THE ‘GEARS’ IN PLACE
FOR THE NEXT TIME.

60. #8
The angry eagle documentation test.
If an enormous angry
eagle swooped down
to kidnap you
tomorrow:
Would your team be
able to replicate your
social content
program?
THAT, my friend, is the question.

61. How to build
reskinnable
content
packages
The end of the
ONE-OFF
katie richman -
@espn_prodgirl